The Facebook algorithm
You’ve probably heard of the Facebook algorithm, whether it’s because you’ve been told that the algorithm has changed or that it is the reason your post isn’t getting any engagement – the words are discussed about in the digital marketing world, but what do they actually mean and how does it work?
The Facebook algorithm is responsible for whether your post goes viral or not and it ranks all the posts that are displayed on a user’s news feed based on how likely it is that the person will have a positive reaction to the post.
While the algorithm has changed over time, it is important to focus on what it is now and to know that it will continue to change, so you always need to make sure you keep yourself updated.
Right now, in 2020, the Facebook algorithm ranks and priorities content which is posted by people’s friends over publishers. The focus is on what the algorithm determines as “meaningful interactions.” The algorithm prioritizes the friends that the person is most likely to want to hear from (based on past engagement) and focuses on showing them the links that they are most likely to find valuable. Facebook has also said that it is focusing on making its platform more transparent for users and giving them more direct control over what they see.
So, what does this mean for your business? And how can you make it work for you?
Facebook says that one of the algorithm’s key ranking signals is whether a user has previously engaged with your Page or not. So you need to be creating posts that have a call to action, that ask people to engage and that people want to engage with. If you get people talking, then any future posts are going to reach a much wider audience because of it. Make sure that you are genuine in your content, be interesting and funny, there’s no need to be controversial. You could try tapping into people’s emotions especially with real-life stories as these kinds of posts get a lot of engagement.
Post when your audience is online
The timing of your post is important, and luckily for you, you can schedule your posts in advance so that you don’t have to remember to do. Have a look at your Facebook Page Insights to see what the most popular posts are and what times seem to work for your audience.
Video content is the present, and the future and Facebook know that. Therefore the platform prioritizes good video content and last year announced that the news feed would increasingly surface quality, original videos. It wants videos that people search for and return to; it wants a video length of over three minutes and original videos which aren’t repurposed from other sources and that have plenty of added value.
Post often and consistently
Your Facebook page needs to be constantly updated. Posting frequency is a factor that can affect how high up in the news feed your posts are placed. Be consistent with your content and plan ahead with posts so that you always have something in the pipeline.
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